Surprise, Surprise: Americans Aren’t Into Your Foreign Pickups

Not for nothing, large pickup trucks have become unofficial symbols for America. Americans have become known for buying trucks much larger than they actually need, because … well, people just like bigger, badder stuff here. With big boosts from commercial sales, the Ford F-150 is, and has been for a very long time, the best-selling vehicle in America. Unlike their clothing, or their electronics, or their sneakers, or their family four-doors, pickups are just one thing that many people take pride in being from America. Naturally, that’s bad for foreign car makers.

According to a recent article from Trucks.com, Japanese-branded pickups only made up six percent of sales in the U.S. from January through July. Ford and General Motors absolutely dominated, and Ram put up a fair showing, as well. Out of the 1.2 million trucks sold, only 7,242 Nissan Titans sold compared to only 65,440 Toyota Tundras.

Alexander Edwards, president of consulting firm Strategic Vision Inc., says part of this simply has to do with loyalty.

“You might have a friendship, but they have a truckship,” he said.”

According to the article, every two out of three people who had a Ford bought another Ford, and more than 50 percent who owned an American truck buy another American truck.

“These are the most steadfastly loyal customers you could ever imagine,” former vice president of product planning at Nissan North America Larry Dominique said. “These aren’t full-size pickup truck owners — they’re Ford F-150 or Dodge Ram owners who wouldn’t even consider a Chevy if they already owned another brand.”

And why would they? American truck brands look better than ever, they’re the ones innovating and shifting with the times, and they have a proven track record.

Just don’t tell Chevy or Ram owners that the Tundra is more American than their trucks …